Consumer protection takes centre stage in Brazil’s evolving online betting landscape
Regulatory Push to Rein in Influencer-Led Gambling Promotions
In a sweeping move that underscores Brazil’s evolving regulatory approach to online gambling, authorities in Rio de Janeiro have issued formal notices to over 300 individuals and organisations for potentially violating consumer protection standards through the promotion of betting platforms.
The action is led by Procon-RJ, the state’s consumer watchdog, in collaboration with the State Department of Consumer Protection. Those notified include social media influencers, media companies, advertising agencies, and betting operators, all of whom now face a 10-day deadline to present evidence of compliance with local consumer regulations.
High-Profile Figures Under the Spotlight
Among the most notable names involved is Virginia Fonseca, Brazil’s most-followed influencer, who has previously appeared before the CPI das Bets—a parliamentary inquiry into online betting practices. Her involvement, along with other digital celebrities, has raised concerns about unchecked promotional influence on vulnerable demographics, especially minors and low-income audiences.
Officials are now demanding detailed clarification and proof that these entities have adhered to a wide range of regulatory obligations, including:
Transparent disclosure of betting risks and terms
Mechanisms to prevent gambling addiction and financial overexposure
Restrictions on marketing content targeting underage users
Clearly available and responsive customer support channels
Tighter National Oversight in Progress
This move aligns with broader national efforts to rein in unregulated gambling advertising. In parallel, the Brazilian Senate recently approved a bill that introduces stricter restrictions on gambling promotions, limiting when, where, and how these advertisements can appear across media platforms.
The CPI das Bets has been instrumental in driving these developments, as its hearings brought to light the lack of accountability in influencer-driven promotions and the financial risks posed to uninformed users. The investigation uncovered several cases where promotions encouraged unrealistic expectations of earnings or failed to highlight the potential harms associated with gambling.
Protecting the Public Amid Rapid Market Expansion
The urgency behind this enforcement push stems from Brazil’s rapid gambling expansion following its regulatory shift in 2023–2024. With over 200 licensed operators now active, consumer protection has become a critical pillar of Brazil’s regulatory framework, especially given the widespread digital access to betting platforms.
According to authorities, the current wave of enforcement is aimed at setting a precedent for accountability, not only for operators but also for those who amplify their reach through digital influence and media presence.
As Brazil continues to structure its regulated betting ecosystem, the crackdown in Rio could become a blueprint for other states and a wake-up call for influencers and companies engaging with gambling content without full legal awareness.
Looking Ahead
With public scrutiny intensifying and legislative frameworks tightening, the betting industry’s marketing strategies in Brazil are likely to face increasing constraints. While this may initially cause friction, it ultimately paves the way for a safer, more responsible gambling environment, especially as digital media becomes an increasingly powerful vector for consumer engagement.
